The aim of this paper is to investigate, through a content analysis, the communication strategies used by luxury fashion brands on Twitter and the related Twitter eWOM, with the purpose to identify brand associations compared to luxury dimensions considered in literature (De Barnier et al. 2012; Godey et al. 2014). Within the luxury fashion environment, where every detail is meaningful and, consequently, every single word matters, this study attempts to provide a contribution into the field of luxury advertising, by comparing semantic fields of words chosen by digital fashion marketers and by popular fashion bloggers to the dimensions that define the luxury construct in luxury literature.

• Gaetano Aiello(University of Florence, Italy)
• Raffaele Donvito(University of Florence, Italy)
• Valentina Mazzoli(University of Pisa, Italy)
• Laura Grazzini(Marche Polytechnic University, Italy)